“Social Media is evolving into Social Mass Media” – Hootsuite video

eye-large_thumb.gifA few days ago, I received an e-mail message from Canadian ISV Hootsuite telling me that my video was  online. Then I was swamped with a flurry of tweets and mentions about some of the insights I had delivered in that video. I am very grateful to Hootsuite for shooting such a beautiful testimonial and giving me an opportunity to share my views on social media and how it is evolving. We (Herve Kabla, our publisher and I) are currently working hard on the adaptation of our latest  “Managing Digital Marketing Like A Boss” opus which should be made available for Christmas, if all goes well. Many thanks to Sam Milbraith for writing up such a great story. I have always loved Hootsuite, I think it’s a great product and  I am a great supporter of theirs. Keep up the good work guys!

  Social Insights from European Thought Leader, Yann Gourvennec – HootSuite Social Media Management

Meet Yann Gourvennec.

He is a Paris-based European expert on social business and the rise of the social enterprise. With over 25 years of international experience in marketing, sales and information systems, he has been perfecting and sharing his wealth of insight on the transformations taking place in the industry since the advent of the internet. At Orange telecommunications corporation, Yann managed the Orange.com corporate website and microsites and built their digital media strategy and social media presence worldwide – from the ground up. He has been a member of socialmedia.org since 2008 and co-founded Media Aces, the French Association for enterprises and social media.

INPI-couverture_V3_com_digiAs a “serial intrapreneur,” Yann challenges the status quo of businesses from the inside out. “You find intrapreneurs in large firms or complex organisations where they bring innovation through their change management skills,” says Yann Gourvennec. “To me, being an intrapreneur means a great deal in terms of philosophy, the way I see things, the way I work with colleagues and the way that I drive projects forward and implement innovation from within a business.”

“Managing Digital Marketing Like a Boss”

Yann Gourvennec’s first book “Social Media Taught To My Boss,” became the most influential digital book of 2012 in France. Since then, he and his colleague Hervé Kabla have released its sequel in French in Paris, broadening the scope to tackle digital marketing at large – not just social media (hence the working title, “Managing Digital Marketing Like a Boss”).

“To Hervé Kabla and I, social media is now part of the digital communications mix,” says Yann. “It’s no longer about whether or not to be present on social media. We’ve moved beyond that, with regard to how you make sense of it all, hone your objectives, polish your strategies, develop your presence and structure your governance. The issue of return on investment is no longer an option either. Social media is part of the mix, a broader issue that has to be grasped by each and everyone in the company, not just by the digital team.”

“If there is one takeaway from our books, it is that we are going through a paradox: digital media is ubiquitous, everybody has to and wants to join in. It looks simple, but it isn’t. It is a proper discipline that requires skills and experience. After all, would you follow through with a surgery done by a surgeon reading “surgery for dummies?” So why would you want your organisation’s entire digital strategy owned by a 2-follower Twitter account owner? While there is an urgent need for the widespread inclusion of all employees to be present online, employing seasoned, skilled professionals in digital media and social media strategy is equally as important.”

via Social Insights from European Thought Leader, Yann Gourvennec – HootSuite Social Media Management.

social media API war goes on unabated (reblogged from Gigaom)

eye-large_thumb.gifHere is an illustration for today’s talk at the French Association of Marketing on the future of social media and a sequel to our discussions with Dalton Caldwell in San Francisco last September.

What the Instagram fight says about Twitter as a media platform — Tech News and Analysis

Instagram says it is removing the ability for Twitter to embed photos because it wants users to go to its own website instead of Twitter’s to see that content. Other media companies should probably also be asking themselves similar questions about their relationship with Twitter.

Remember when Twitter was just a free and open conduit for whatever content its users wanted to distribute? Those days are long gone now, replaced by Twitter’s desire to control and monetize as much of its platform as possible, and as much of the content that flows through it. The latest skirmish in this ongoing battle came on Wednesday, when Instagram CEO Kevin Systrom confirmed that the service has removed support for Twitter’s “expanded tweets” feature, and therefore photos won’t be showing up in Twitter any more. While Instagram’s relationship with Twitter is complicated, its reasons for doing this should make other media companies stop and think about how they use (or are being used by) Twitter as well.

As noted by Nick Bilton in a New York Times piece and by my colleague Erica Ogg — and confirmed by a post at the official Twitter blog — what Instagram has done is to remove support for the expanded view of tweets that shows up on the Twitter website and in its official apps. These tweets have a special pane that displays excerpts from blog posts and news stories published by certain partners, or photos and videos from certain external services. Twitter originally launched this as something called “expanded tweets” but it has since become a much more ambitious platform called “Twitter Cards.”

via What the Instagram fight says about Twitter as a media platform — Tech News and Analysis.

Is app.net ‘s Dalton Caldwell the new Zuckerberg? – #blogbus

Dalton Caldwell, 32, is the founder and CEO of app.net but how he got there is a long story. A native from Texas, he went to university in Stanford, Calif., then joined Symbolic Systems in 2003. He was a precursor in social networks (check his bio on wikipedia) at the time (2003) when Friendster was around; he is the creator of Imeem, which was “originally a Skype-modelled Desktop social network in a peer-to-peer approach”.  After multiple incarnations it became a music sharing system, the 75th largest website in the world and “the first legal music downloading system”. Imeem, as it was called, was eventually acquired by Myspace in 2009. Caldwell was also awarded the best mobile app award by Techcrunch as early as 2008, when mobile was unknown to most. Now you start to understand. Dalton Caldwell is a trail-blazer, and anything but the average start-up founder, he is a true wizard, a brilliant mind who is responsible for the latest buzz in social media in the valley … and the rest of the world. Imagine that, he turned down an “acqui-hire” offer by Facebook which could have made him even richer than he already is.

[will app.net turn out to be a home run? photo antimuseum.com]

Now, will app.net replace Facebook and Dalton Caldwell be the new Zuckerberg? If he dons the same kind of hoodies, needless to say his philosophy is entirely different; and I have to admit that I like it a lot … Let’s zoom in on app.net with the notes taken during the interview we had with him last week during the blogger bus tour in Soma*, San Francisco:

image

[Dalton Caldwell, the CEO and founder of app.net]

Caldwell launches mobile photo sharing app before Instagram and loses

Caldwell and his teams wanted “to do something which is mobile first”. What with the immense success of applications like Instagram and Pinterest, the focus is on mobile. Facebook is getting to grips with this now that analysts are criticising them for not being able to monetise on mobiles at a a time when users are shifting from Web to smartphones.

Two and half years ago, the team started working on a mobile photo sharing “pre-instagram” application named Picplz. After they raised funds and came to realisation they would only lose the battle against Instagram, they did the right thing, folded Picpliz and went on to the next thing. It often happens like this in Silicon Valley. In the high-tech business, Pivoting moments like this happen all the time. Don’t forget that Google ended up being a search engine after Yahoo! had refused to buy their algorithm (as per the story described in Scott Berkun’s The Myths of Innovation).

Caldwell turns down acqui-hire by Facebook

The team then “took a few shots with the same infrastructure” and of Caldwell’s own accord, “this is why they were able to catch up so quickly with App.net”. The first idea was to help third party developers find how to integrate their apps within Facebook or Twitter. Caldwell’s team started building more tools for the Facebook platform and after opengraph “came to fruition, it all worked so well with Facebook that they wanted to “acqui-hire” them”. Yet, Caldwell “wasn’t enthusiastic” to put it in his own words. A friend of his then suggested not to worry about the websites but to focus on the APIs. This was in 2008-2009. App.net wasn’t yet what it is now.

Social Networks becoming ad companies will shut down their APIs

If most social networks like Twitter and Facebook started off as APIs and helped build entire ecosystems around them, “[they] couldn’t stick to this because of monetisation” Caldwell explained. He then wrote a blog post (What Twitter could have been) on July 1 (a Sunday) in which he vented his frustration. Little did he know that his post would attract a hug following and that he was about to start something new. The blog post “took off, with hundreds of thousands of visits, (even though it only consists of a few paragraphs). In that piece, Dalton Caldwell contends that “every API will be closed by social networks because [popular social networks] went away from being API companies to become ad companies and it means that they have to control everything”.

if they decide to close their APIs, then why not build an API?

“The idea then became to build an API company!” Caldwell went on. “Most people don’t know how bad things are, and they will notice in the next few months that certain applications stop working” he said.

[apps.net : global feed page]

crowd-funding … in a matter of weeks

$-largeThis is how app.net was given a front end which “looks like Twitter looked in 2007” the young entrepreneur added. Just as a proof of concept, for this front-end is not meant to be a Twitter replacement. Developers are proposed to build applications on it. Imagine a social chess game for instance, all built on the common API and digging from the common user base.

The new project son attracted 10,000 users in a matter of weeks. Which means that the $ 500k goal the company had set up for themselves by the end of August. “This is how start-ups work” Dalton Caldwell explained: “if Youtube had launched 6 month later or before it wouldn’t have succeeded. Social media made it happen it wasn’t us. We are just under 20,000 users now. No idea how long it will take for them to have million of users versus the current 20,000. I don’t know how long it will take us to reach millions, maybe it will never do. In fact in depends on whether somebody develops a killer application based on the App.net AP!” he said.

a lot of people got angry

Caldwell admitted to making a lot of people angry; with a few lines he put his finger on a fundamental issue which is plaguing the current development of social media. Social networks were developed with the idea that Marketing could be done differently and barely 3 years ago, the world was buzzing with Tara Hunt’s Whuffie Factor concept, a founding book placing social capital over financial value. With the race to monetisation – which grew even worse with Facebook’s IPO – all of this is gone for good. We are left with advertising and I admit to sharing Caldwell’s frustration; a frustration I had already vented a year and a half ago as President of Media Aces in France.

“We are building a privacy model and we are not going to impose a business model” Caldwell concluded. “Those who build the best apps will be rewarded and there are 6 apps in the application store so far” he said.

embrace the philosophy … well worth $50

It’s hard to tell whether App.net will scale to millions of users like other platforms. As a matter of fact, it’s not even competing on the same level at all. At any rate, for social media veterans like me, Caldwell is spot on in terms of how he approaches social media and it’s well worth $50 in my eyes. After all, app.net may well just remain a social network for the happy few who want to escape interruption marketing and the use of your private data and content by public companies. If only for that, I feel like joining App.net and supporting Dalton and his teams.

Caldwell may not be the next Zuckerberg after all, maybe just the other way round. Small is beautiful!

notes


*Soma = South of Market (downtown San Francisco district situated south of ‘Market’, a major artery in the centre of the City.

social media war: Twitter bans sharing on LinkedIn profiles

twitter-square-logo

Below is an email I received this very morning. Twitter has just changed its strategy – according to the issuer – and LinkedIn, as a result, will no longer be able to relay your tweets automatically. This is a new battle between the warring factions of social media platforms and this is just a beginning. The various players in the social media space are all trying to keep your clicks and the name of the game is … advertising. Those who had though – benignly – that building a network patiently was a free asset – unless you are rich and wealthy and you have already purchased your “fans” – will now discover that paying for your posts to be read is no longer an option. Facebook has already started that. For instance, Google no longer lets you tweet YouTube videos unless you click quite a few submenus, Facebook took over Instagram in order to undercut Pinterest even before it had time to take off, Picasa will send all your photos to Google+ even before you have had a chance to realise you have pressed the upload button and mostly before you wished you had shared them on Facebook instead. And so on, and so forth … The good old Web 2.0 is well and truly dead by now, we are in a dog eats dog kind of world and the future’s middlename is advertising. What did you say? “Net Neutrality?” … honestly, what are you talking about?!

At least, using LinkedIn’s workaround which requires you probably click on ten more links, you will probably still have a chance to send something through Twitter … Good luck with it!

From LinkedIn Fri Jun 29 18:54:34 2012
Apparently-To:
xxxxxxx@yahoo.com via 67.195.8.114
Fri, 29 Jun 2012 18:54:40 –0700

Hi Yann,

LinkedIn and Twitter have worked together since 2009 to enable you to share your professional conversations on both platforms. Twitter recently evolved its strategy and this will result in a change to the way Tweets appear in third-party applications. Starting today Tweets will no longer be displayed on LinkedIn.

We know that sharing updates from LinkedIn to Twitter is a valuable service for our members. Moving forward, you will still be able to share updates with your Twitter audience by posting them on LinkedIn.

How can I continue to share updates on both LinkedIn and Twitter?Simply start your conversation on LinkedIn. Compose your update, check the box with the Twitter icon, and click “Share.” This will automatically push your update to both your LinkedIn connections and your Twitter followers just as before.

What changes can I expect to see on LinkedIn? Any conversation you start on Twitter will no longer be automatically shared with your LinkedIn network, even if you synced your LinkedIn and Twitter accounts.

If you would like more information about what this means for your synced LinkedIn and Twitter accounts, please visit our related Help Center topics.

Thank you,

The LinkedIn Team

about “tweetable” marketing “truths”

today’s selection is …

Pamela Vaughan’s highly enjoyable “truth vs. myth” tweetable piece on Marketing at Hubspot. Enjoyable for sure, but you should take some of these facts and figures with a pinch of salt. Much as I believe in the power of social media, my field experience has shown that Facebook is not a catch-all tool for B2B for instance. There are many more effective ways of attracting leads when you are in B2B than writing up a Facebook post: Blog posts, affiliate marketing and well crafted, really meaty whitepapers (not those slapdash “bought from someone else” things but the real mac Coy which tell the world you are a true expert and know what you are talking about). Instead, you might want to recycle this idea of a safe tweettable piece with real myths and truths such as those taken from Scott Berkun’s Myths of Innovation opus.

42 Tweetable Facts to Squash Marketing Fantasies

We hear a ton of marketing myths everyday that have no basis on research or facts. They’re simply made-up fantasies that people have come to believe. But let’s face it, we marketers can’t afford to live in a fantasy world. Instead, we need to rely on cold, hard facts to guide is in the right direction toward inbound marketing success.

That’s why we’ve released our newest ebook to help you separate marketing fact from fantasy. Download your copy here, and tweet some of your favorite facts below! Some of them might surprise you.

Inbound Marketing

  • Fantasy: Inbound marketing focuses exclusively on top-of-the-funnel objectives like attracting prospects & leads.
  • Fact: Inbound marketing helps attract leads & also helps convert those leads into paying customers. (Tweet This)

Social Media

  • Fantasy: B2B companies don’t need to waste their time on Twitter, Facebook & LinkedIn.
  • Fact: 39% of B2B companies using Twitter & 41% using Facebook have acquired new customers from it. (Tweet This)
  • Fantasy: Facebook may be great for building buzz, but it has yet to prove itself as an effective channel for generating sales.
  • Fact: 41% of B2B companies & 62% of B2C companies using Facebook have acquired a customer from it. (Tweet This)
  • Fact: 51% of Facebook fans are more likely to buy brands they ‘like.’ (Tweet This)

via 42 Tweetable Facts to Squash Marketing Fantasies.